Category: Creative | 28th Jan 2010

The Daily Mail has stepped up its efforts to attract women readers over the age of 35 with a new ad campaign.

Six TV commercials have been put together, which highlight the section of the newspaper which will be published the following day.

They will run from Sunday to Friday in a campaign which is believed to have cost in the region of £10 million.

Roland Agambar, the chief marketing officer at Associated and Northcliffe Media, told the Guardian: "Our research has shown that no paper has content across six days with so much specifically for women."

He described the ads as "contemporary, classy and modern", pointing out that the branded content would appeal to the target audience.

A number of newspapers have recently announced they are going to put their online content behind a paywall, with the New York Times one of the latest publications to reveal its plans.

HS&P is an integrated relationship marketing agency. Our current clients include Diageo, Honda, Norwich & Peterborough Building Society, Norwich Union and Ted Baker.

Share Tags: HS&P, Creative